Ortinau Research

CURRENT RESEARCH PROJECTS

Title and Description of Current Projects

"Respondents' Personal Values and Their Impact on Response Error in Self Reporting Attitudinal Data Structures"

This project investigates the existence of potential linkages between the personal values held by respondents and the way these consumers self-report their attitudes and consumption behavior toward a variety of products and services.

"Use of a Direct Cognitive Structural Orientation to Develop a Scale Measurement for Quality of Consumer Exchange Experience"

This project investigates the elusive concept of Quality as special higher-order cognitive belief structure that is derived through an on-going, dynamic evaluation process of consumers' exchange experiences. The global structure and its underpinning lower-order dimensions are identified and analyzed. Reliability and validity assessments are made for purposes of refining the proposed Quality value construct.

"Refinement of Importance-Image Performance Analysis as an Alternative Method for Bridging the Gaps Between Image Research Results and Evaluating Retail Store Positioning Strategies"

This project focuses on demonstrating how Ortinau's Importance-Image Performance Analysis Technique can be used to diagnostically evaluate the image performance of individual store features in relations to overall retail store positioning strategies. The technique is compared with several alternative methods from the literature and strengths and weaknesses are identified and assessed.

"Consumers' Post Purchase Service Quality and Satisfaction: Attitudes, Images or Feelings?"

The primary Objective of this research study is to advance and empirically assess a new conceptual model that offers clearer insights to how consumers or customers (not marketing management) cognitively formulate their expressions of satisfaction and quality toward purchased products and services. Moreover, the research investigates the conceptual underpinnings and linkages of several proposed lower-order dimensions (determinants) of the tangible and intangible aspects of both the "perceived quality" and "satisfaction" constructs.

"Customer Needs Assessment Among Commercial Users of Electronic Printing Technologies"

This study is being conducted for a private sector company that wants to identify those criteria that commercial users of advanced computerized technologies use in their selection of printers. Needs assessments are determined and marketing strategies are designed in enhance both customer satisfaction and product/service quality levels.